Exploring brand value and consumer purchase intention in Thailand’s skincare industry

Abstract

In the current competitive skincare market, understanding the psychological and emotional factors that influence consumer behavior is essential for building strong brands. This study investigates the impact of personal values and brand perception on brand value and purchase intention within Thailand's skincare industry. Employing a quantitative approach with 418 participants, the research utilized Partial Least Squares Structural Equation Modeling to test the proposed relationships. The findings indicated that both personal values and brand perception significantly affected brand value, which subsequently had a strong positive effect on purchase intention. Additionally, brand value was identified as a mediating factor in the relationships between personal values, brand perception, and purchase intention. These results highlight the importance of aligning brand strategies with consumers’ personal values and perceptions to enhance brand equity and stimulate purchasing behavior. The study contributes to the theoretical framework of value-based branding and offers practical recommendations for marketers aiming to develop stronger, consumer-aligned skincare brands.